Public relations (PR) firms use media attention to their advantage to benefit their clients’ products and/or people. The fundamental goal of a public relations firm is to have the names of its clients publicized in the media. “Earned” or “unpaid” media is similar to paid advertising in this regard.

The goal of public relations agencies is to enhance a company’s public image via the use of the media. Public relations firms often produce press releases and disseminate them to the media, as well as plan special events and do market research.

They may create speeches and proposals, as well as market research, networking, blogs, and social media promotion. They can discover good themes and deliver them to the media via their company expertise.

The good news is that they can deal with bad news, but the better information is that they can also find a way to minimize the harm.

Why is a PR agency important?

A public relations agency can do a lot for your brand and company. A good PR campaign works to build your brand image and reputation. Usually a PR campaign includes consistent media coverage, interviews and reputation management activities. These activities are done on a regular basis to support the brand image and tell the story of the company.

Good PR campaigns build credibility and provide brands with good coverage in the press. This helps in creating an organic buzz around the brand. Reading about a brand in the magazine or online medium through a media source creates interest for the customers and a natural top of mind for the brand.

Difference between a PR agency & Marketing agency

A PR agency plans and implements activities that help to build your brand through press coverage, interviews, articles and social media posts. These campaigns are aimed at building credibility and reputation through storytelling and articles. A PR campaign can be one time or implemented on a regular basis.

A marketing agency, on the other hand, takes care of multiple promotion avenues. They can arrange events, launch product or services, do advertising, digital activities and PR. A marketing agency usually works with a combination of promotional activities for your brand.

How does a PR agency work?

Commonly a PR agency will first review your brand and work out a strategy based on your needs. The first steps a PR agency will take are:

1) Review your brand’s needs

The PR agency team will first review and study your brand’s needs to identify the areas that need most work. Usually the PR team will work with your team to understand the story and history behind the brand, then come up with a communication plan to reach the target audience

2) Work on a strategy:

Once the needs of the brand are reviewed, the PR agency team will revert with a strategy and a plan to reach the target audience. This plan will include media coverage tactics, interviews with journalists, posts with influencers and other ways to convey your brand’s message to the audience

3) Execute & Monitor:

Once the plan is agreed upon, the PR agency will mobilize their sources and relationship networks to execute the activities. Once they are implemented, they will monitor for its success and modify the strategy if and when needed.